Revolutionising fashion for women

The exponential growth of Madame is the direct derivative of Bipan Jain, Managing Director, Madame and his prowess to combine global knowledge with Indian talent. In an exclusive interview Jain shares the success story of Madame. 

Shubhra Saini (SS): What is the USP of Madame, who are your target group of customers?
Bipan Jain (BJ): Madame is the only Indian fashion brand that is catering to the needs of young Indian women. Our target group of customers consists of young working women who want a perfect blend of comfort and fashion. Our brand is famous among college going girls in their late teens, and who are fond of branded cloths.

SS: Why have you roped in Sophie Choudhary as the brand ambassador?
BJ: Madame stands for superb quality, innovative and international styling, which resonate with Sophie’s suave and charismatic personality. She has not attained a celebrity status by a fluke, she has worked hard to attain this position and that is why she is a perfect brand ambassador for our brand.

SS: At Madame, how do you ensure that the designs are trendy and latest? How do you keep abreast with international fashion trends?
BJ: Our in-house R&D (research and development) team helps us to keep abreast with innovative designs and styling. We try our level best to keep our designs at par with latest international trends. We also keep in mind customer preferences, for example, if our customers are buying dresses then we will manufacture more dresses but we will keep experimenting with the designs and patterns. 

SS: How frequently do you change the designs?
BJ: Every season we always try to revamp our designs.

SS: What are your expansion plans?
BJ: We are planning to open our stores in tier III cities; we will be opening new EBO stores both company-owned and franchised. We are also trying to make our presence more dominant in multi-brand outlets. We are trying to achieve a pan-India presence.

SS: What benefits are you getting through the franchise business model?
BJ: Franchising definitely helps a brand to grow, we have many franchised outlets of Madame and we are very happy with the kind of response we are getting. We keep a very stringent policy while choosing our franchisors. 

SS: Are you planning to venture into the international market?
BJ: Yes, we are planning to venture as a brand not as a manufacturer in the international market. But before that we will first try to foray into European markets.